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Louis
? Wendy could be brought back for a commercial
? to get consumers excited and talking about Snapple again
? An Endearing persona will help relate to the brand on multiple levels
? Introduce a brand/ product named after Wendy Kaufmann
? Invest in advertising heavily, run more promotions – creating product awareness
? Network television, local television spots and radio advertising
? Alignment of product , image and company atmosphere will help restore the consumer confidence from the perceived “sell outâ€
? Repair the damage Quaker Oats did to the distribution line
? Restore confidence in the brand to the distributors and assurance of their value in Snapple’s success
? Encourage distributors to talk up the product and push it once again to their customers
? Continued variety and experimentation
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? Started in 1972 by selling all-natural apple juice
? “100% Naturalâ€- the business mantra
? Alternative beverage category drink
? Product portfolio includes juices, iced tea, lemonade, water
? By 1994, had sales revenue around $674 m
? Distributed mostly through cold channels
? Promotion of Snapple was an offbeat blend of PR and advertising
? Had huge success by creating a spokesmodel for the brand: Wendy Kaufman
? Brand promoted through radio programs by Stern who humorously promoted the brand
? Promotion used to be natural and real
? After huge success for many years, Snapple brand was sold to Quaker in 1994 for $1...
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